The Squeeze Is Back

Hellmann’s squeeze sauce bottles are back on restaurant tables in Israel.

Unilever Food Solutions (UFS), Unilever’s dedicated foodservice business, launched a new line of Hellmann’s squeeze sauces for restaurants in Israel: Ketchup, Spicy Mayo and Burger Sauce. After years away from the table, the bottles needed to be noticed again, by chefs, restaurant owners and diners, right where they eat.

Instead of creating another product ad, we went into busy restaurants with an illustrator. Diners at their tables were turned into over-the-top illustrated stories starring the sauces.

A couple sharing fries became astronauts in a love story launched into space on a ketchup bottle. A diner taking selfies with her food became a pop star, crowned on top of a Spicy Mayo bottle in front of a screaming crowd of chili peppers. A waiter carrying a burger became a secret agent in a laser-guarded vault, on a mission to steal the Burger Sauce.

The launch ran as a series of vertical films for social, bringing Hellmann’s sauces back to the table through real restaurant moments, playful illustration and stories made for each bottle.